Controversies

Diao dishwashing liquid slogan about princess dresses and dirty aprons accused of objectifying women

In September 2024, images circulated online showing Diao dishwashing liquid packaging printed with the slogan “Can wear a princess dress, can tie on a dirty apron,” which netizens criticized for gendering domestic labor and disrespecting women. Nice Group responded that it was verifying the matter and that no products with that packaging were currently on sale. As early as 2003, a Diao natural soap powder ad, “Did you soak it? Did you rinse it?”, was pulled entirely after being accused of sexual innuendo. The brand has repeatedly been embroiled in gender controversies over ad copy; it was also once fined 54,500 yuan by the Pingdingshan market supervision bureau for violating the Advertising Law.